If you’re building a mobile app powered by subscriptions, your paywall isn’t just a design element - it’s a growth engine. And like any engine, it needs tuning. But where do you start? What makes a good A/B test? And how do you avoid wasting time on random ideas copied from competitors? We’ve seen that a systematic approach to paywall optimization unlocks significant revenue gains, without burning out your team.

Here are some common issues product teams face when they run A/B tests with no system in place:

• Your backlog looks like a “greatest hits” from competitor apps

• You’re testing features without knowing what actually drives user decisions

• Most A/B tests don’t move the needle on revenue

To help you turn paywalls into profit centers, Sergey Shpak, a Lead Product Manager with 4+ years of experience building mobile apps in Education, Health & Fitness, and Dating categories will walk you through the key levers of paywall optimization.